MINI - ‘MINI CHASE’

Not wishing to have a ‘stand and stare’ Mini display at the 2006 SydneyMotor Show, we built an off-site ‘Cops & Robbers’ chase setting that allowed consumers to experience the thrill and power of Mini’s legendary handling. This was a first in this category in Australia. 

Professional drivers whipped consumers around a custom designed course in highly-tuned ‘works’ Minis. In-car cameras captured their adrenalin-fuelled reactions and the footage was emailed to them. After the chase, customers were offered a test drive. For those who needed to calm down, an outdoor bar and chill-out area offered the perfect setting. 

Results included 1500 passengers, 70 on-the-spot test drives, 200 immediate dealer leads, and numerous sales. At the time, this was a new approach to promoting vehicles. Mini Chase therefore gained widespread media coverage including news and breakfast TV, newspapers, radio, and marketing press.